Sobeys and Jamie Oliver launch delicious new line of products in time for the holiday season

Sobeys and Jamie Oliver launch delicious new line of products in time for the holiday season (CNW Group/SOBEYS INC.) Facebook Twitter Pinterest

Sobeys and Jamie Oliver launch delicious new line of products in time for the holiday season (CNW Group/SOBEYS INC.)

STELLARTON, NS, Nov. 7, 2013 /CNW/ - Just in time for holiday
entertaining, Sobeys is launching a new line of products today,
developed in collaboration with its partner, Chef Jamie Oliver. The
line, labeled Compliments presents: Jamie Oliver Discovers Canada, is the next step on the brand's better food journey and features
Canadian flavours, quality, fresh ingredients and higher welfare meat.
A total of 14 items are included in the line ranging from Herby Lemon
Flattened Chicken made with Certified Humane chicken and Scrumptious
Seafood Pie to Sweet Cherry Focaccia and Banoffee Cakes.

"We worked closely with Jamie to create this delicious new product line,
which will make holiday entertaining easier and tastier while
maintaining our commitment to better food," said Gillian Kerr, Vice
President, Brand Marketing, Sobeys Inc. "We know how busy Canadians
are, especially during the holiday season, but that shouldn't mean
having to sacrifice eating better. The new line offers customers fresh,
ready-to-cook solutions that Canadians will be proud to serve."

The co-branded product line, a year in the making, can be found
throughout Sobeys stores in bakery, meat, seafood and deli departments.
Additional products are continuing to be developed with a range of new
items set to launch for summer. The classic Canadian dishes with a
Jamie Oliver twist were tested and tasted multiple times by the
celebrity chef and Sobeys' product development team. Each meat dish,
prepared fresh and ready to cook at home, is made with Certified Humane
poultry, beef or pork.

"Working with Sobeys on this new line has been a real pleasure. I'm
incredibly proud of each and every dish and I really think that,
together, we've come up with something that Canadians are going to
love," said Jamie Oliver. "Holiday entertaining can seem overwhelming
to some, so we thought we'd help out and take away a lot of the hard
work by creating a range of super-tasty products that can be served up
in next to no time, with brilliant results."

The launch of Compliments presents: Jamie Oliver Discovers Canada coincides with a new television commercial featuring Jamie Oliver. The 30-second spot was filmed in Toronto in
October and begins airing November 8. The campaign features Jamie
Oliver bringing some of the new holiday dishes to families.

With 14 items to choose from this holiday season, there's a taste to
please every palate in the new line, including:

Heart-Warming Apple & Berry Crisp: Made with Nova Scotia apples and
berries all cooked into a glorious fruit syrup, with a crunchy oaty
top. Jamie added his twist with a hint of thyme to bump up the
flavours.

Simply Incredible Banoffee Cakes: Similar to classic British sticky
toffee pudding, this banana cake has an amazing soft texture and a
gooey toffee sauce with a hint of salted bourbon.

A Taste of Tuscany Italian-style Bean Dip: A classic garlic, white bean
and balsamic dip is mixed with Greek yogourt and topped with roasted
and sundried tomatoes and basil.

The Compliments brand, exclusive to Sobeys, was developed and introduced in 2005 to
satisfy the needs of increasingly time-challenged, yet value-conscious
consumers. There are currently 3,500 products under the brand available
at stores across the country.

About Sobeys Inc.
Proudly Canadian, with headquarters in Stellarton, Nova Scotia, Sobeys
has been serving the food shopping needs of Canadians for 106 years. A
wholly-owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys
owns or franchises more than 1,500 stores in all 10 provinces under
retail banners that include Sobeys, Safeway, IGA, Foodland, FreshCo,
Thrifty Foods, and Lawton's Drug Stores as well as more than 330 retail
fuel locations. Sobeys and its franchise affiliates employ more than
124,000 people. The company's goal is to be widely recognized as the
best food retailer and workplace environment in Canada. More
information on Sobeys Inc. can be found at www.sobeyscorporate.com.

About Jamie Oliver

Jamie Oliver is a phenomenon in the world of food. Most famous for his
Emmy-Award winning television series, Jamie Oliver's Food Revolution on
CBC, Jamie has become a campaigner for better school food and food
education. The Jamie Oliver Food Foundation has created an annual
global day of action - Food Revolution Day www.foodrevolutionday.com - inspiring people all over the world to stand up for real food, and
Canada has been one of the most active countries for the past two
years.

His television programs are broadcast on Food Network Canada and the
accompanying bestselling cookbooks are published by HarperCollins
Canada. Jamie lives in London and Essex with his wife, Jools, and their
children, Poppy, Daisy, Petal and Buddy.